Put Google research and insight behind your thinking

The Challenge

Use technology to bring holiday magic to Target stores

This winter, Target wanted to bring the spirit of the holidays to guests through a
unique interactive experience in stores. Together, we set out to explore how
technology could bring shoppers into Target stores, and elevate the in-store
shopping experience to make the season a little more fun for the whole family.

The Insights

Digital is a powerful way to connect consumers with stores

Smartphones are becoming ever more important to consumers' in-store shopping
journeys. Recent Google research found that 87% of people use mobile devices to look for information before
visiting a store, and that this holiday season 75% of shoppers with smartphones plan to use their phones while
in-store.

Savvy retailers are turning this into an opportunity, using clever mobile campaigns
to inspire customers to visit stores, and to equip them with information once
they're there. But shopping is also fun, and we wanted to see how we could use
mobile technology to make the Target experience more memorable.

The Big Idea

Mobile holiday magic

Bullseye's Playground is a series of mobile games that people can discover and
preview at home on their mobile devices. The games invite families to come to
Target stores for more levels and surprises. In four select locations, we pioneered
an even richer in-store experience using Project Tango Development Tablets to
transform the store's aisles into a 3D adventure on the screen.

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The Experience

Mobile games transform the in-store experience

Available in Target's 1800+ US stores, the Bullseye's Playground mobile games
invite guests to sled down a mountainside, try ice fishing, or compete in a
snowball fight with Bullseye's friends. The experience starts at Target.com/Play;
upon completing a game level, guests are prompted to discover secret codes hidden
around the store to meet new characters and unlock surprises.

Pioneering Future Technology

A 3D winter adventure treasure hunt

In four select stores, we pioneered a first-of-its kind virtual in-store experience
that lets visitors feel a part of Bullseye's Playground. The Project Tango
Development Tablet, available in-store, transforms the store's aisles into a 3D
adventure on the screen, which guests play by walking around the store and
interacting with characters on the screen. The characters respond to where the
guests are in store, inviting them to step through a snowy forest to meet Olga the
deer, peer into a steaming igloo to find Tobey the Bear, or start a snowball fight
with Zoomer Dino.

The Technology

Creating a virtual in-store experience

Project Tango is an initiative from Google's Advanced Technology and Projects group
to push forward how mobile devices understand and respond to the physical world in
3D, such as size and shape of objects and rooms around them. To create Bullseye's
playground, we mapped select Target stores in 3D using a Project Tango Development
Tablet with specialized sensing hardware and software. Bullseye and friends bring
games to life within this 3D map that guests explore on the tablet by walking
around the store. The tablet senses its location in the store, for example toys
aisle or electronics aisle, and shows artwork and characters on screen that
correspond to those aisles.

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The Takeaways

Mobile Can Drive People to Your Store

Digital is a powerful way to connect consumers with stores- and mobile plays a huge
role. People are using their smartphones to look for information before and during
store visits. Embrace the opportunity to reach customers through smart, engaging
ads or digital experiences that drive in-store traffic.

Mobile Can Make In-Store Shopping Easier and More Fun

Shoppers are still making most of their purchases at stores, and digital can
transform the in-store experience for customers. Mobile presents new opportunities
for retailers to connect by customizing guests' experiences once they're in-store.
How can you can meet shoppers online with helpful information or special offers, or
even find ways make the shopping experience more fun and memorable?